How do great brands happen? And, as a designer, how do you create and nurture that experience for guests and fans? Restaurants are the perfect frame for learning how to build a branded experience. There are so many opportunities to connect with your customers: menus, signage, a digital presence, environment styling. Every element communicates a mood and aesthetic on top of your message. This class shows you how and why they all fit together.

What You'll LearnThis class is ideal for intermediate-level graphic designers, especially those interested in case studies about brand design, brand execution, packaging, and the hospitality industry.It will be especially useful to those interested in taking over the creative leadership of a new product or place. For our purposes, that product or place doesn't have to exist, but it should have well-developed motivation and a strongly articulated concept.Introduction. I'll explore our motivation for opening Abi-Haus and show off the design details that really make the space.Logos. Using Abi-Haus as our foundation, we'll explore primary logos, secondary logos, and icon work. You'll learn how to prioritize logo iterations and apply them in a variety of channels.Secondary Logos, Icons, Guidelines, and Menus. We'll explore how to create secondary logos and how to use them, how to develop a set of coordinated assets and icons, how to use grids that make sense for your type, and how to create a content-heavy piece of brand collateral (the menu).Branded Exteriors and Interiors. Bringing our restaurant concept full-circle, we'll explore how to style and structure a sense-stimulating space in step with your brand.Textures. In the concluding lesson, I'll offer final advice on texturing design elements, choosing type, as well as insight into branding your own projects. Designing Brand Collateral: A Case-Study Tutorial with Abi-Haus Restaurant

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